ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 10th Annual Shorty Awards

This is Summer

Finalist in Branded Content

About this entry

Hollister Co., the global retail brand celebrating the spirit of endless summer, partnered with AwesomenessTV with the objective of creating a unique brand experience that would drive a deeper and more meaningful, authentic relationship with the brands' shared Gen-Z audience through discovery and entertainment.

Considering the unique consumption habits of Gen-Z, Hollister tasked AwesomenessTV to leverage their core insights and premium content creation to develop a full marketing approach that would position Hollister not just as a brand to buy, but as a brand and a story to invest in.

Why does this entry deserve to win?

In May of 2017, AwesomenessTV and Hollister launched their strategic partnership with the release of This Is Summer, a 24 episode original branded content series. This Is Summer, the real story of 7 friends and their journey during one epic summer, provided Hollister with a platform to both engage and entertain their core Gen-Z audience, while also integrating key brand pillars and messaging throughout. Built to embody and reflect the audience we serve, This Is Summer featured a group of real teens, representing key Gen-Z interests and priorities, including diversity and inclusion, LGBTQ+, music, relationships and love. The AwesomenessTV audience reacted favorably, finding a piece of themselves in each of our characters, and strengthening their connection to the content, the Hollister brand, and the This Is Summer story.

This Is Summer extended beyond YouTube, with platform intentional, purpose-built content across all social platforms and relevant events. In addition to series episodes, AwesomenessTV produced hundreds of pieces of social assets, engaging our audience with additional This Is Summer content that provided more ways to connect with the story. With music being a key brand pillar and focus for the series, AwesomenessTV created a This Is Summer soundtrack, featuring original music from Salem Davern, a cast member and rising musician. Her original song, "Step Lightly," was also developed into a music video, which was featured as an additional piece of content on the AwesomenessTV YouTube Channel. The surreal experience was captured through an episode of This Is Summer, including behind the scenes content from the set of the music video.

The cast of This Is Summer also traveled to VidCon, the largest online video creator and fan event of the year. Spending the weekend interacting and engaging with fans, making new friends, and participating in Hollister branded activations at the AwesomenessTV festival plaza further established the relatability and authenticity of the program.

Many members of the This Is Summer cast were featured as models within key Hollister ad campaigns and initiatives, further connecting the brand to the story. Lower funnel tactics were also deployed through the creation of a shoppable experience on Hollister's website, where cast members' styles and favorite items were featured as shoppable for all fans.

Results

The debut season comprised of 1 trailer and 24 episodes, generating over 16.3M+ views, achieving lift in key brand metrics goaled.

This is Summer Performance Metrics

This is Summer Brand Lift Results (based on Nielsen Research)

Media

Video for This is Summer

Produced by

AWESOMENESS

Links

Entry Credits